FIRST THEY IGNORE YOU,THEN THEY LAUGH AT YOU,THEN THEY FIGHT YOU,​THEN YOU WIN

In a world turned upside down, truth is really a moment of falsehood - Guy Debord, Society of the Spectacle

The letter "W", presented in the general store of Bęc Zmiana, was originally a part of the identification of the first fast food restaurant in Poland, prestigiously located in Warsaw at the intersection of Marszałkowska and Świętokrzyska streets. Just before the demolition of the post-communist Cooperative Department Store "Sezam" (by which the restaurant was located) the letter was appropriated by the artist Gregor Rozanski, who transformed it into a work entitled "First they ignore you, then they laugh at you, then they fight you, then you win. "

When known symbols are situated in a new context, they take on new meaning and their original connotations are disturbed. Here is a double arch, a trademark and once the emblem of a longing for what was unavailable. Installed in the shopwindow over books, it can evoke a nostalgia for the early Polish capitalism, a non-innocent memory.

It is also a reference to the Situationist technique of détournement, or "stealing capitalist images and turning them against the system". The letter has been suspended at the moment when Bęc Zmiana published a series of translations of situationist manifestos. Placed in a bookstore on Mokotowska, a street aspiring to be the symbol of Warsaw's worldliness, it cheers on the city with its M/W light.

The photo of the letter was published on the cover of the Polish art magazine “Szum” No. 7/2014 and the premiere of the installation took place during a few-hour long exhibition Unreal Estate in the Poligon art space on the fourth floor of a recently gentrified building on Nowogrodzka 4.